SAMSUNG GROUP TYPE - PUBLIC(KOREAN) FOUNDED - 1938 FOUNDER - Lee Byuna-Chul HEADQUATERS - Samsung Town, Seoul South Korea Area Served - World Wide Key People - Lee Kun Hee (Chairman, Ceo) Employees - 3,19,958.
HISTORY AND BACKGROUND Samsung group has been founded in 1938 and firstly they started with export of dried fish, fruits and vegetable. Samsung electronics was founded in 1969 in Suwon city south Korea as Samsung electric industries originally manufacturing electronic appliances such as TVs, calculators, refrigerators, air conditions and washing machine
Contdi… In 1980, the company acquired Hanguk Jeonja Tong sin in Gumi, and started to build telecommunication devices. Its early products were switchboards. The facilities were developed into the telephone and fax manufacturing systems and became the centre of Samsungs mobile phone manufacturing
VISION OF COMPANY Samsung believe that through technology innovation today, we will find the solutions we need to address the challenges of tomorrow. Samsung is guided by a singular vision: to lead the digital convergence movement. It’s our aim to develop innovative technologies and efficient processes that create new markets, enrich people’s lives and continue to make Samsung a trusted market leader.
PRINCIPLES OF THE COMPANY The company has adopted the five core principles values.1. We complies with laws and ethical standards.2. We respect our customers, shareholders, and employees.3. We are socially responsible corporate citizen.4. We care for environment health and safety.5. Clean organizational culture.
Smart phones Smart phones are Internet enabled phones with many functions which allowing us to perform multi-task. Smart phones are affecting productivity, communication in the work place, social engagement, and education in a positive manner.
Contdi.. Smart phones have enhanced the education sector, students are able to do all their work on the phones. Smart phones help students and employees to connect to other computers on a network or the Internet thereby allowing them to perform their tasks with having to be in the school area or work offices/buildings. The number of people using social networks e.g facebook, twitter has increased since people have Internet on their finger tips.
SMARTPHONE FUNCTIONS In addition to the basic phone capabilities, it allows us to send and receive e-mail messages and access the Web They communicate wirelessly with other devices or computers Functions as a portable media player and include built-in cameras Some have a touch screen, others mini keyboards Offer a variety of application software e.g. word processing and games.
SAMSUNG SMART PHONE After achieving the huge success Samsung want to deal in the new world of smart phone and give the competition to the present leader they introduce the Samsung Galaxy Nexus which is first phone with android 4.0. Features screen resolution 720p video support up to 1080p and new surfing experience with high speed
CAMPAINING OF SMART PHONE TARGET AUDIENCE:- They targeted the customer who were between the age group of 25 to 34 because they are aware of the technology trend feature quality and competitive product. The customer is 70%male and 30% female.
Contdi… They taken the area of 30 mile which they done survey in different cities they go to restaurant clubs bar sports club where they easily find the young people and make them aware about the new phone technology and gather the market, this campaign is for 28 days.
RESULT The initiative ran as scheduled and delivered 139% of media play against plan. 1,111,060 Audience Impressions Total unaided brand awareness was 73%, an incredible 49% increase over the previous year Total Brand Awareness level was sustained at the high 90’s. This campaign initiative was featured in Strategy Magazine.
SAMSUNG INDIA SAMSUNG India Electronics Pvt. Ltd. is a 100% owned subsidiary of SAMSUNG Electronics Co. Ltd. (SEC). The company consists of five main business units:-1. Digital Appliance Business,2. Digital Media Business,3. LCD Business,4. Semiconductor Business and5. Telecommunication Network Business.
SAMSUNG SMARTPHONE STRATEGY PRODUCT DIVERSIFICATION Product Range is from contemporary to hi-tech Diversifying products so that each and every segment is covered
SAMSUNG SMARTPHONE STRATEGY FOCUS OF THE COMPANYProduct Innovation through usage of leading edge technologyCustomer SatisfactionContinuously Upgrading with technologyTapping the ever growing High-end ConsumerTweaked its focus to concentrate on middle class segment also.
SAMSUNG SMARTPHONE STRATEGY Understanding the tomorrow ‘s markets and consumers. Spending a good amount of its revenue on R&D. Arriving first with light weight & speed efficiently Making smart choices that grow markets . Creating Value That Can’t Be Touched
SAMSUNG APPOINTS AAMIR KHAN ASITS BRAND AMBASSADOR FOR MOBILE PHONES on Mar 18, 2008
Contdi… Announcing Aamir Khan as SAMSUNG’s Ambassador for Mobile Phones, stated Mr. H. B. Lee, President & CEO, SAMSUNG South West Asia Headquarters, "The SAMSUNG brand stands for qualities of innovation, change, discovery, self-expression and excellence in performance. These very same qualities are epitomized by Aamir Khan, whose quality and depth of work as well as versatility as an actor, have made him a much loved and respected actor in India today. We are indeed very proud and privileged to have him as our Brand Ambassador".
SAMSUNG SMARTPHONE IN INDIA "India is a fast-growing mobile market and we will continue to strengthen our portfolio across price points," Ranjit Yadav, country head for Samsungs Mobile and IT business. Samsung uses multi-platform strategy in smartphones as the company launches phones across android, windows phone and its own Bada operating system. Samsung has 24% market share in the Indian mobile phone market, they planned to launch at least 3-4 new phones monthly.
DISTRIBUTION NETWORK OF SAMSUNGOriginal equipment manufacturer/vendor or supplier Factory Regional Branch warehouse distributing center Distributor Direct dealer Modern retail/ Exclusive stores & Samsung digital plazas Sub - Dealer Consumer/Customer 26
COMPETITORS OF SAMSUNGMajor Competitors of Samsung:-NOKIALGMOTOROLASONY ERICSSON